Learn how to tailor your content to each major platform—Facebook, Instagram, YouTube, and LinkedIn—with expert insights from ICT Social Media Coach Nick Baldwin. This guide breaks down what kind of content performs best on each platform and how real estate agents can maximize engagement, build authority, and generate more leads.
As a real estate agent, you know that social media isn’t optional—it’s essential. But just posting the same thing across every platform won’t cut it anymore.
Each platform has its own audience, language, and expectations. If you’re not customizing your approach, you’re missing opportunities and losing engagement.
Here’s your crash course in showing up the right way on social media:
VIDEO: Social Media Strategy for Realtors: What to Post on Facebook, Instagram, YouTube & LinkedIn
1. Facebook: Be the Local Expert
Think of Facebook as your digital community hub. This is where people come to connect, chat, and share.
What works best:
Personal stories and milestones
Live Q&As or behind-the-scenes videos
Neighborhood news and local events
Client success stories and testimonials
Value-driven content that sparks conversation (think: “Top 5 Things to Know Before Buying in [Your City]”)
Nick’s Tip:
“Don’t be afraid to show up as you. People do business with people they trust—and trust starts with authenticity.”
2. Instagram: Show Off Your Style
Instagram is your visual portfolio. It’s about aesthetics, but also emotion. People scroll Instagram for inspiration and quick entertainment.
What to post:
Polished listing photos and walkthroughs
Reels that entertain or educate (think quick home tips or myths about the market)
Instagram Stories for behind-the-scenes looks at your day
Personal moments that humanize your brand
Nick’s Tip:
“Use trending audio with real estate insights—it stops the scroll and positions you as relevant and real.”
3. YouTube: Play the Long Game
YouTube is your search engine strategy. This is where you build evergreen content that ranks and works for you long after you post.
Best content types:
Neighborhood tours and local market guides
First-time buyer or seller tips
Interviews with industry experts or local business owners
Educational series (e.g. “Real Estate 101”)
Nick’s Tip:
“Every video should answer a specific question your ideal client is already Googling. Become their go-to expert before they even meet you.”
4. LinkedIn: Be a Business Leader
LinkedIn isn’t just for job seekers—it’s your professional front porch. It’s where you build credibility with your sphere, fellow agents, and referral partners.
What to post:
Market updates and insightful stats
Personal wins and team growth milestones
Professional advice for investors or fellow agents
Community involvement and speaking engagements
Nick’s Tip:
“Speak like a business owner. LinkedIn is a place to earn professional trust, not just show off pretty homes.”
Each platform has its own audience, language, and expectations. If you’re not customizing your approach, you’re missing opportunities and losing engagement.
ICT Coach Nick Baldwin
The Golden Rule: Don’t Post the Same Thing Everywhere
Social media success in real estate is not about being everywhere—it’s about being intentional everywhere you show up.
Here’s a quick recap:
Facebook wants connection
Instagram wants style
YouTube wants depth
LinkedIn wants value
Nick’s Final Thought:
“Know your platform. Know your audience. Tailor your message. When you do, you’ll stop blending in—and start standing out.”
